We’ve been tracking the rise of “treatonomics” for a while now at Wired Research. I’m sure most have already heard of this idea that even in financially strained times, Americans find ways to indulge in little luxuries that spark joy. A latte that feels like self-care. A scented candle that makes a house feel like home. A spontaneous concert ticket that creates a memory.
On the surface, it looks like simple spending behavior. But what we’ve seen, and what’s really fueling this trend, isn’t about products at all. It’s about emotion. These choices reflect the need for comfort, control, and connection in a world that often feels overwhelming.
That’s why we’ve always gone beyond behavior in our work. Because the real story lives in the why: the emotions, hopes, and needs people are trying to meet through their decisions.
Treatonomics is just the latest reminder that numbers tell us what people do, but it’s the emotions underneath that tell us why it matters.
For me? It’s picking up a little surprise snack for my kids that I know is their favorite. Nothing fancy, just something small that makes their eyes light up. Those tiny moments of sweetness end up feeling bigger than they are.
What’s your personal “treat”? The small indulgence you turn to when you need a lift?
By: Danielle Sherman, Founder & CEO